Cause-related marketing (CRM) campaigns are a type of joint venture between a business concern and a nonprofit organization. To determine effect sizes for these campaigns, a series of bivariate meta-analyses were conducted using a random effects assumption. Results included the effect of CRM advertising on brand attitudes, r = .248, 95% CI(0.189,0.373), and purchase intentions, r = .277, 95% CI(0.141, 0.404), and the effect of cause-brand fit on brand attitudes, r = .239, 95% CI(0.167,0.309), and purchase intentions, r = .319, 95% CI(0.206, .423). Unfortunately for nonprofit organizations, none of the seven meta-analyses conducted found any effect for the study characteristic, type of cause (generic or branded company). Thus, the contribution of a specific nonprofit organization’s brand did not have a significant impact on consumer attitudes or behavioral intentions to purchase CRM products.
Michelle M. Rego, Mark A. Hamilton & Dana Rogers (2020) Measuring the Impact of Cause-Related Marketing: A Meta-Analysis of Nonprofit and For-profit Alliance Campaigns, Journal of Nonprofit & Public Sector Marketing, DOI: 10.1080/10495142.2020.1726253
Rego, Michelle M.; Hamilton, Mark A.; and Rogers, Dana, "Measuring the Impact of Cause-Related Marketing: A Meta-Analysis of Nonprofit and For-profit Alliance Campaigns" (2020). College of Business Faculty Publications and Research. 10.